Sunday, December 2, 2012

Hypable, which launched last year, is aimed at a Harry Potter-like audience of tweens, teens and young adults, mostly female. That means lots of coverage of the "Twilight" series and "The Hunger Games" and less emphasis on, say, "Star Wars," which Sims said attracts an older male audience.

[Professor Karen] North, at USC, said entertainment companies are similarly scrambling to harness the immense fan energy unleashed by sites such as Mugglenet.

Second, and the reason I'm posting: it's not quite clear whose language this is—Hinch's or North's—but it seems telling that fan labor is imagined as a sort of natural resource, whose "energy" is "unleashed" by fan sites and can be "harnessed" (read: profited on) by the entertainment industry. Of course this is labor that is being appropriated. What's interesting about the language through which it is understood, here, is that it so explicitly routes that appropriation through an identification of (primarily young female) labor with natural resources, imagined as free for the taking. This usually doesn't end well.